![Page 1: INSIGHTS FROM GLOBAL LOYALTY · The top 3 business objectives for brands globally focus on traditional loyalty goals 54% 46% 41% Acquire new customers Retain existing customers Improve](https://reader036.vdocuments.mx/reader036/viewer/2022070923/5fbb73a188042e789c440a43/html5/thumbnails/1.jpg)
1
INSIGHTS FROM GLOBAL LOYALTY APRIL 3, 2019
![Page 2: INSIGHTS FROM GLOBAL LOYALTY · The top 3 business objectives for brands globally focus on traditional loyalty goals 54% 46% 41% Acquire new customers Retain existing customers Improve](https://reader036.vdocuments.mx/reader036/viewer/2022070923/5fbb73a188042e789c440a43/html5/thumbnails/2.jpg)
WHAT WE’LL COVER
Quick Introduction to Collinson
“Taking the Measure of Global Loyalty”
It’s not always about the points!
Wrap-up, Q&A
![Page 3: INSIGHTS FROM GLOBAL LOYALTY · The top 3 business objectives for brands globally focus on traditional loyalty goals 54% 46% 41% Acquire new customers Retain existing customers Improve](https://reader036.vdocuments.mx/reader036/viewer/2022070923/5fbb73a188042e789c440a43/html5/thumbnails/3.jpg)
3
WHO IS COLLINSON?
![Page 4: INSIGHTS FROM GLOBAL LOYALTY · The top 3 business objectives for brands globally focus on traditional loyalty goals 54% 46% 41% Acquire new customers Retain existing customers Improve](https://reader036.vdocuments.mx/reader036/viewer/2022070923/5fbb73a188042e789c440a43/html5/thumbnails/4.jpg)
Airlines90
Hotel Groups20
Financial Services600+
Countries170
Talented People2000+
COLLINSON IS A GLOBAL LOYALTY AND BENEFITS COMPANYWe use our expertise and products to craft customer experiences which enable some of the world’s best known brands to acquire, engage and retain customers.
![Page 5: INSIGHTS FROM GLOBAL LOYALTY · The top 3 business objectives for brands globally focus on traditional loyalty goals 54% 46% 41% Acquire new customers Retain existing customers Improve](https://reader036.vdocuments.mx/reader036/viewer/2022070923/5fbb73a188042e789c440a43/html5/thumbnails/5.jpg)
5
TAKING THE MEASURE OF GLOBAL LOYALTY
![Page 6: INSIGHTS FROM GLOBAL LOYALTY · The top 3 business objectives for brands globally focus on traditional loyalty goals 54% 46% 41% Acquire new customers Retain existing customers Improve](https://reader036.vdocuments.mx/reader036/viewer/2022070923/5fbb73a188042e789c440a43/html5/thumbnails/6.jpg)
Collinson commissioned Forrester Research to conduct global research on the state of loyalty today.
635 respondents from 16 countries, all loyalty practitioners, evaluated themselves and their programs on a series of measures and shared their key goals and challenges.
The 2018 survey included a range of participants from retail, travel and financial services sectors, all of whom worked in companies with revenue from $300M to $5B.
GLOBAL LOYALTY PROFESSIONAL RESEARCH
![Page 7: INSIGHTS FROM GLOBAL LOYALTY · The top 3 business objectives for brands globally focus on traditional loyalty goals 54% 46% 41% Acquire new customers Retain existing customers Improve](https://reader036.vdocuments.mx/reader036/viewer/2022070923/5fbb73a188042e789c440a43/html5/thumbnails/7.jpg)
About the research
7
ESTIMATED ANNUAL REVENUE COMPANY SIZE LEVEL OF RESPONSIBILITY FOR LOYALTY PROGRAMS AND CUSTOMER EXPERIENCE STRATEGY
12%
37%
50%
43%
24%
33%
11% 12%
17%
27%
33%
£300M - $399M£400M - $499M£500M - $1B
£1B - $5B>$5B
1000 to 4999 employees5000 to 19999 employees20000 or more employees
I am part of a team making decisionsI influence decisionsI am the final decision maker
![Page 8: INSIGHTS FROM GLOBAL LOYALTY · The top 3 business objectives for brands globally focus on traditional loyalty goals 54% 46% 41% Acquire new customers Retain existing customers Improve](https://reader036.vdocuments.mx/reader036/viewer/2022070923/5fbb73a188042e789c440a43/html5/thumbnails/8.jpg)
LOYALTY REMAINS A VITAL COMPONENT OF CUSTOMER MANAGEMENT
However, the routes to success are many with loyalty strategies and challenges sometimes varying based on region.
OMNICHANNEL
INVESTMENT
STRATEGY
BRAND ADVOCACYPERSONALIZATION
DATA
68% of respondents believe that loyalty remains a critical or high priority fortheir companies
![Page 9: INSIGHTS FROM GLOBAL LOYALTY · The top 3 business objectives for brands globally focus on traditional loyalty goals 54% 46% 41% Acquire new customers Retain existing customers Improve](https://reader036.vdocuments.mx/reader036/viewer/2022070923/5fbb73a188042e789c440a43/html5/thumbnails/9.jpg)
Brands are increasing loyalty investment
US
71% 84%
UAE
59%
UK
65%
GLOBALINVESTMENT
![Page 10: INSIGHTS FROM GLOBAL LOYALTY · The top 3 business objectives for brands globally focus on traditional loyalty goals 54% 46% 41% Acquire new customers Retain existing customers Improve](https://reader036.vdocuments.mx/reader036/viewer/2022070923/5fbb73a188042e789c440a43/html5/thumbnails/10.jpg)
However, despite additional investment, almost one-third globally are not meeting their loyalty objectives
22% 25%32% 45%
INVESTMENT
US UAE UKGLOBAL
![Page 11: INSIGHTS FROM GLOBAL LOYALTY · The top 3 business objectives for brands globally focus on traditional loyalty goals 54% 46% 41% Acquire new customers Retain existing customers Improve](https://reader036.vdocuments.mx/reader036/viewer/2022070923/5fbb73a188042e789c440a43/html5/thumbnails/11.jpg)
The top 3 business objectives for brands globally focus on traditional loyalty goals
54% 46% 41%
Acquire new customers
Retain existing customers
Improve CX &Enrich customer relationships (tie)
STRATEGY
![Page 12: INSIGHTS FROM GLOBAL LOYALTY · The top 3 business objectives for brands globally focus on traditional loyalty goals 54% 46% 41% Acquire new customers Retain existing customers Improve](https://reader036.vdocuments.mx/reader036/viewer/2022070923/5fbb73a188042e789c440a43/html5/thumbnails/12.jpg)
In the US, the desire for data on customers leap-frogged the traditional “get, grow and keep” objectives
47% 44% 42%
Acquire knowledge about customers to
drive business decisions
Acquire new customers & Retain existing customers
Improve CX
STRATEGY
![Page 13: INSIGHTS FROM GLOBAL LOYALTY · The top 3 business objectives for brands globally focus on traditional loyalty goals 54% 46% 41% Acquire new customers Retain existing customers Improve](https://reader036.vdocuments.mx/reader036/viewer/2022070923/5fbb73a188042e789c440a43/html5/thumbnails/13.jpg)
But in a rapidly expanding market like China, business objectives focus on customer acquisition & lifetime value
Acquire new customers
Enrich customer relationships
Improve the customer’s lifetime
value
66% 52% 46%China China China
STRATEGY
![Page 14: INSIGHTS FROM GLOBAL LOYALTY · The top 3 business objectives for brands globally focus on traditional loyalty goals 54% 46% 41% Acquire new customers Retain existing customers Improve](https://reader036.vdocuments.mx/reader036/viewer/2022070923/5fbb73a188042e789c440a43/html5/thumbnails/14.jpg)
Globally, brands align key metrics with the business objectives to “get, grow and keep” customers
63% 56% 56%
Customersatisfaction
Customer engagement
Loyalty program enrollments
STRATEGY
![Page 15: INSIGHTS FROM GLOBAL LOYALTY · The top 3 business objectives for brands globally focus on traditional loyalty goals 54% 46% 41% Acquire new customers Retain existing customers Improve](https://reader036.vdocuments.mx/reader036/viewer/2022070923/5fbb73a188042e789c440a43/html5/thumbnails/15.jpg)
However, in the US, transactional thinking drives the choice of metrics used to assess loyalty success
69% 49% 49%
Customersatisfaction
Sales | Revenue Programenrollments
STRATEGY
![Page 16: INSIGHTS FROM GLOBAL LOYALTY · The top 3 business objectives for brands globally focus on traditional loyalty goals 54% 46% 41% Acquire new customers Retain existing customers Improve](https://reader036.vdocuments.mx/reader036/viewer/2022070923/5fbb73a188042e789c440a43/html5/thumbnails/16.jpg)
Brands collect loyalty data, but challenges in creating insight from all that “big data” remain high
68% 61% 49%
Do not have a framework to measure transactional
and emotional loyalty
Do not use predictive analytics
Do not collect a wide enough range of data to run deep analyses
GLOBAL
DATA
![Page 17: INSIGHTS FROM GLOBAL LOYALTY · The top 3 business objectives for brands globally focus on traditional loyalty goals 54% 46% 41% Acquire new customers Retain existing customers Improve](https://reader036.vdocuments.mx/reader036/viewer/2022070923/5fbb73a188042e789c440a43/html5/thumbnails/17.jpg)
Like their global counterparts, US Brands still have unrealized insight potential from loyalty data collectedUS
60% 51% 52%
Do not have a framework to measure transactional
and emotional loyalty
Do not use predictive analytics
Do not collect a wide enough range of data to run deep analyses
DATA
![Page 18: INSIGHTS FROM GLOBAL LOYALTY · The top 3 business objectives for brands globally focus on traditional loyalty goals 54% 46% 41% Acquire new customers Retain existing customers Improve](https://reader036.vdocuments.mx/reader036/viewer/2022070923/5fbb73a188042e789c440a43/html5/thumbnails/18.jpg)
Two-thirds of brands are delivering a customer experience with at least one element of personalization, yet many opportunities are missed
Are delivering a more personalized customer
experience as a strategy
65%34%
product recommendations
33%reminders and alerts
27%promotions/
product offers
33%direct
marketing channels
27% 21%content on the website
16%content in physical
locations/stores content in mobile app
GLOBAL
PERSONALIZATION
![Page 19: INSIGHTS FROM GLOBAL LOYALTY · The top 3 business objectives for brands globally focus on traditional loyalty goals 54% 46% 41% Acquire new customers Retain existing customers Improve](https://reader036.vdocuments.mx/reader036/viewer/2022070923/5fbb73a188042e789c440a43/html5/thumbnails/19.jpg)
US brands focus personalization on transactional aspects of the customer experience
70%43% 40% 43% 38%
34% 24% 33%
product recommendations
reminders and alerts
promotions/ product offers
direct marketing channels
US
PERSONALIZATION
Are delivering a more personalized customer
experience as a strategy
content on the website
content in physical locations/stores
content in mobile app
![Page 20: INSIGHTS FROM GLOBAL LOYALTY · The top 3 business objectives for brands globally focus on traditional loyalty goals 54% 46% 41% Acquire new customers Retain existing customers Improve](https://reader036.vdocuments.mx/reader036/viewer/2022070923/5fbb73a188042e789c440a43/html5/thumbnails/20.jpg)
Delivering a consistent customer omnichannel experience begins with employee education about customer loyalty programs for many brands
US
53% 75%
FRANCE
63%
GLOBALOMNICHANNEL
![Page 21: INSIGHTS FROM GLOBAL LOYALTY · The top 3 business objectives for brands globally focus on traditional loyalty goals 54% 46% 41% Acquire new customers Retain existing customers Improve](https://reader036.vdocuments.mx/reader036/viewer/2022070923/5fbb73a188042e789c440a43/html5/thumbnails/21.jpg)
US
31% 50%
FRANCE
35%
GLOBALOMNICHANNEL
However, only a third of brands globally believe they are delivering a consistent experience across all channels for customers
![Page 22: INSIGHTS FROM GLOBAL LOYALTY · The top 3 business objectives for brands globally focus on traditional loyalty goals 54% 46% 41% Acquire new customers Retain existing customers Improve](https://reader036.vdocuments.mx/reader036/viewer/2022070923/5fbb73a188042e789c440a43/html5/thumbnails/22.jpg)
Brand advocacy is desired by brands, but practices fail to support this declared ambitionGLOBAL
68% 40% 38%
Are measuring it Of brands identify and reward advocates
Of brands want to increase advocacy…
but only and only
BRAND ADVOCACY
![Page 23: INSIGHTS FROM GLOBAL LOYALTY · The top 3 business objectives for brands globally focus on traditional loyalty goals 54% 46% 41% Acquire new customers Retain existing customers Improve](https://reader036.vdocuments.mx/reader036/viewer/2022070923/5fbb73a188042e789c440a43/html5/thumbnails/23.jpg)
76% 42% 42%
BRAND ADVOCACY
but only and only
Are measuring it Of brands identify and reward advocates
Of brands want to increase advocacy…
The US is a leader in desiring customer advocacy, but a wide gap between ambition and practice hampers brands’ ability to achieve results
![Page 24: INSIGHTS FROM GLOBAL LOYALTY · The top 3 business objectives for brands globally focus on traditional loyalty goals 54% 46% 41% Acquire new customers Retain existing customers Improve](https://reader036.vdocuments.mx/reader036/viewer/2022070923/5fbb73a188042e789c440a43/html5/thumbnails/24.jpg)
So…how did the global Loyalty industry score themselves?
CCOULD
DO BETTER
![Page 25: INSIGHTS FROM GLOBAL LOYALTY · The top 3 business objectives for brands globally focus on traditional loyalty goals 54% 46% 41% Acquire new customers Retain existing customers Improve](https://reader036.vdocuments.mx/reader036/viewer/2022070923/5fbb73a188042e789c440a43/html5/thumbnails/25.jpg)
GLOBAL SUMMARYInvestment: Most businesses expecting to spend more – and getting results
Strategy: It’s part of a total customer strategy –acquisition to retention to optimization
Data: Many businesses don’t have enough data or KPI frameworks to evaluate at a detailed level
Personalization: Ambition is to create better customer experiences but not delivering
Omnichannel: Businesses finding it hard to deliver connected customer experiences
Brand Advocacy: Creating advocacy is important but businesses aren’t rewarding or measuring it
![Page 26: INSIGHTS FROM GLOBAL LOYALTY · The top 3 business objectives for brands globally focus on traditional loyalty goals 54% 46% 41% Acquire new customers Retain existing customers Improve](https://reader036.vdocuments.mx/reader036/viewer/2022070923/5fbb73a188042e789c440a43/html5/thumbnails/26.jpg)
26
IT’S NOT ALWAYS ABOUT THE POINTS!
![Page 27: INSIGHTS FROM GLOBAL LOYALTY · The top 3 business objectives for brands globally focus on traditional loyalty goals 54% 46% 41% Acquire new customers Retain existing customers Improve](https://reader036.vdocuments.mx/reader036/viewer/2022070923/5fbb73a188042e789c440a43/html5/thumbnails/27.jpg)
IT’S NOT ALWAYS ABOUT THE POINTS!
Brand Advocacy
and Community
Global and Local
Alignment
Paid For Loyalty
SocialLoyalty
![Page 28: INSIGHTS FROM GLOBAL LOYALTY · The top 3 business objectives for brands globally focus on traditional loyalty goals 54% 46% 41% Acquire new customers Retain existing customers Improve](https://reader036.vdocuments.mx/reader036/viewer/2022070923/5fbb73a188042e789c440a43/html5/thumbnails/28.jpg)
RECOGNITION-BASED, STATUS-LED PROPOSITION• Multi-channel British menswear retailer, specializing in
formal men’s clothing• Founded in 1979 in London by Jeremy Hackett, now part
of the Pepe Jeans Group, a leading apparel player, with a strong presence in Europe, India and Latin America.
• Familiar loyalty objectives: • Increase frequency and spend• Retain profitable customers• Grow their member base
• “Wanted a customer program that was both rooted in the store and tailored to individual customers”
![Page 29: INSIGHTS FROM GLOBAL LOYALTY · The top 3 business objectives for brands globally focus on traditional loyalty goals 54% 46% 41% Acquire new customers Retain existing customers Improve](https://reader036.vdocuments.mx/reader036/viewer/2022070923/5fbb73a188042e789c440a43/html5/thumbnails/29.jpg)
‘65B’ Private Members Club
‘Money Can’t Buy’ Experience Days Personal Stylist
Be First to Know
VIP In-store Events
‘Money Can’t Buy’ Travel Experiences Birthday Treats
![Page 30: INSIGHTS FROM GLOBAL LOYALTY · The top 3 business objectives for brands globally focus on traditional loyalty goals 54% 46% 41% Acquire new customers Retain existing customers Improve](https://reader036.vdocuments.mx/reader036/viewer/2022070923/5fbb73a188042e789c440a43/html5/thumbnails/30.jpg)
Emphasizing Brand Advocacy• Build your program around your brand which transcends
countries and operational ‘detail’• Resist the obvious ‘transactions – points – redemption’
model • Use program to enhance customer experience
and not burden it• Look within your organization to leverage your partnership
ecosystem and sponsorship relationships • Your staff are your best program advocates and
recruitment channel
![Page 31: INSIGHTS FROM GLOBAL LOYALTY · The top 3 business objectives for brands globally focus on traditional loyalty goals 54% 46% 41% Acquire new customers Retain existing customers Improve](https://reader036.vdocuments.mx/reader036/viewer/2022070923/5fbb73a188042e789c440a43/html5/thumbnails/31.jpg)
IT’S NOT ALWAYS ABOUT THE POINTS!
Brand Advocacy
and Community
Global and Local
Alignment
Paid For Loyalty
SocialLoyalty
![Page 32: INSIGHTS FROM GLOBAL LOYALTY · The top 3 business objectives for brands globally focus on traditional loyalty goals 54% 46% 41% Acquire new customers Retain existing customers Improve](https://reader036.vdocuments.mx/reader036/viewer/2022070923/5fbb73a188042e789c440a43/html5/thumbnails/32.jpg)
EUROPE’S #1 LOW COST CARRIER• Launched in 1995, 31 countries, 132 airports, 802 routes• In direct competition with all European
flag carriers as well as other LCC/ULCCs• Leader in ancillary revenue development• No traditional Frequent Flyer points or miles based loyalty
program• Launched easyJet Plus in 2013: Fee-based flight
ancillaries package
![Page 33: INSIGHTS FROM GLOBAL LOYALTY · The top 3 business objectives for brands globally focus on traditional loyalty goals 54% 46% 41% Acquire new customers Retain existing customers Improve](https://reader036.vdocuments.mx/reader036/viewer/2022070923/5fbb73a188042e789c440a43/html5/thumbnails/33.jpg)
What is ‘easyJetPlus!’?
• Subscription-based annual membership • Unlimited access to a range of flight ancillaries• £199 annual fee ($260), auto-renewal• Operates seamlessly across all countries
![Page 34: INSIGHTS FROM GLOBAL LOYALTY · The top 3 business objectives for brands globally focus on traditional loyalty goals 54% 46% 41% Acquire new customers Retain existing customers Improve](https://reader036.vdocuments.mx/reader036/viewer/2022070923/5fbb73a188042e789c440a43/html5/thumbnails/34.jpg)
easyJetPlus! works on a number of levels
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Attitude Loyalty Advocacy
Y1 – Y3 annual quant study among easyJet Plus! members‘agree with’ or ‘fully agree with’ %
Y1 Y2 Y3
“easyJetPlus! has enhanced my perception of
easyJet”
“I now select easyJet more often than before”
“I would definitely recommend easyJetPlus! to
my friends”
![Page 35: INSIGHTS FROM GLOBAL LOYALTY · The top 3 business objectives for brands globally focus on traditional loyalty goals 54% 46% 41% Acquire new customers Retain existing customers Improve](https://reader036.vdocuments.mx/reader036/viewer/2022070923/5fbb73a188042e789c440a43/html5/thumbnails/35.jpg)
Why paid memberships work as a commercially attractive loyalty device:• Signalling theory: People like to demonstrate status via
implicit & explicit signs• Subscriptions increase switching costs, thus generate
loyalty• Customers on average over-estimate future consumption,
leading to breakage
![Page 36: INSIGHTS FROM GLOBAL LOYALTY · The top 3 business objectives for brands globally focus on traditional loyalty goals 54% 46% 41% Acquire new customers Retain existing customers Improve](https://reader036.vdocuments.mx/reader036/viewer/2022070923/5fbb73a188042e789c440a43/html5/thumbnails/36.jpg)
IT’S NOT ALWAYS ABOUT THE POINTS!
Brand Advocacy
and Community
Global and Local
Alignment
Paid For Loyalty
SocialLoyalty
![Page 37: INSIGHTS FROM GLOBAL LOYALTY · The top 3 business objectives for brands globally focus on traditional loyalty goals 54% 46% 41% Acquire new customers Retain existing customers Improve](https://reader036.vdocuments.mx/reader036/viewer/2022070923/5fbb73a188042e789c440a43/html5/thumbnails/37.jpg)
DRIVING GLOBAL CHANNEL PARTNER BEHAVIORS AT SCALE• Centralized reward and benefits proposition for Intel’s 150k +
channel partners• Members earn points for eligible purchases, training, and other
sales enablement behaviors • All offers, content and rewards localized into 21 languages
across 156 countries• Machine Learning AI drives promotions, recommendations and
communications,
![Page 38: INSIGHTS FROM GLOBAL LOYALTY · The top 3 business objectives for brands globally focus on traditional loyalty goals 54% 46% 41% Acquire new customers Retain existing customers Improve](https://reader036.vdocuments.mx/reader036/viewer/2022070923/5fbb73a188042e789c440a43/html5/thumbnails/38.jpg)
From regionally led, with global support
PROGRAM
Translation/ProductionTechnology RoadmapMarTech & Delivery
Agency Relationship
Data Operations
Member SupportRegional Promotions
KPIs & Metrics
Budget
Content
Strategy
SOWs & QBRs
Value Proposition
T&Cs
Data Operations
KPIs & Metrics
Content
Strategy
Vision
REGIONAL TEAMS
GLOBAL HEADQUARTERS
Key advantage: Regionalized delivery strategy provides local ownership, know-how ensuring program relevance for members
Key disadvantage: Program structure results in duplication of effort
and lacks shared strategic alignment
![Page 39: INSIGHTS FROM GLOBAL LOYALTY · The top 3 business objectives for brands globally focus on traditional loyalty goals 54% 46% 41% Acquire new customers Retain existing customers Improve](https://reader036.vdocuments.mx/reader036/viewer/2022070923/5fbb73a188042e789c440a43/html5/thumbnails/39.jpg)
To globally led, with regional inputs
Infrastructure/Tech Roadmap
Translation/Production
MarTech & Delivery
Agency Relationship
Data Operations
Member Support
Global Promotions
KPIs & Metrics
GLOBAL HEADQUARTERS
Budget
Content
Strategy
SOWs & QBRs
Value Proposition
T&Cs
Vision
Operational Relationship
Data Operations
Regional Promotions
PROGRAMKey disadvantage: Moving too fast to a centrally run program risks alienating regional stakeholders, and compromising local relevance
Key advantage: Singular global strategy helps drive program efficiencies and
performance (single strategy, tech roadmap, operations)
REGIONAL TEAMS
![Page 40: INSIGHTS FROM GLOBAL LOYALTY · The top 3 business objectives for brands globally focus on traditional loyalty goals 54% 46% 41% Acquire new customers Retain existing customers Improve](https://reader036.vdocuments.mx/reader036/viewer/2022070923/5fbb73a188042e789c440a43/html5/thumbnails/40.jpg)
Assessing a globalized program framework• Assess whether a global program framework is both
feasible and appropriate for your business• Local inputs and insights are critical in both design and
operational phases to deliver program relevancy and efficiencies
• Understand regional customers, markets and brand strength
• Country teams must be strategically engaged and not ‘operational outposts’
• Don’t underestimate the impact of regionally-led regulatory and compliance requirements (e.g. GDPR, data hosting)
![Page 41: INSIGHTS FROM GLOBAL LOYALTY · The top 3 business objectives for brands globally focus on traditional loyalty goals 54% 46% 41% Acquire new customers Retain existing customers Improve](https://reader036.vdocuments.mx/reader036/viewer/2022070923/5fbb73a188042e789c440a43/html5/thumbnails/41.jpg)
IT’S NOT ALWAYS ABOUT THE POINTS!
Brand Advocacy
and Community
Global and Local
Alignment
Paid For Loyalty
SocialLoyalty
![Page 42: INSIGHTS FROM GLOBAL LOYALTY · The top 3 business objectives for brands globally focus on traditional loyalty goals 54% 46% 41% Acquire new customers Retain existing customers Improve](https://reader036.vdocuments.mx/reader036/viewer/2022070923/5fbb73a188042e789c440a43/html5/thumbnails/42.jpg)
IMMERSIVE SOCIAL LOYALTY PROGRAM• Established in Asia in 2013, FWD is the insurance division
of investment group Pacific Century Group• Vision is to “become a leading pan-Asian insurer that
changes the way people feel about insurance.”• More than 16,000 tied agents • 4,600 staff• Over 3 million customers in Asia
![Page 43: INSIGHTS FROM GLOBAL LOYALTY · The top 3 business objectives for brands globally focus on traditional loyalty goals 54% 46% 41% Acquire new customers Retain existing customers Improve](https://reader036.vdocuments.mx/reader036/viewer/2022070923/5fbb73a188042e789c440a43/html5/thumbnails/43.jpg)
LIVE Life to the MAX!
• FWD MAX is a community that generates leads and fosters brand affinity, while cultivating brand advocates
• Content leverages experiential events, passion pillars and consumer stories
![Page 44: INSIGHTS FROM GLOBAL LOYALTY · The top 3 business objectives for brands globally focus on traditional loyalty goals 54% 46% 41% Acquire new customers Retain existing customers Improve](https://reader036.vdocuments.mx/reader036/viewer/2022070923/5fbb73a188042e789c440a43/html5/thumbnails/44.jpg)
![Page 45: INSIGHTS FROM GLOBAL LOYALTY · The top 3 business objectives for brands globally focus on traditional loyalty goals 54% 46% 41% Acquire new customers Retain existing customers Improve](https://reader036.vdocuments.mx/reader036/viewer/2022070923/5fbb73a188042e789c440a43/html5/thumbnails/45.jpg)
Leveraging social loyalty• Understand your audience – how they behave, platforms
they use, what motivates them • Remain true to your brand – be authentic• Thinking outside the box – “Does this look like a loyalty
program from an Insurance company?”• Understand the value of social, emotional and brand
engagement over transaction and short term customer value
![Page 46: INSIGHTS FROM GLOBAL LOYALTY · The top 3 business objectives for brands globally focus on traditional loyalty goals 54% 46% 41% Acquire new customers Retain existing customers Improve](https://reader036.vdocuments.mx/reader036/viewer/2022070923/5fbb73a188042e789c440a43/html5/thumbnails/46.jpg)
What all loyalty practitioners share is a desire to engage more deeply with
customers – to create brand advocacy & emotional loyalty.
IT’S TIME FOR A CUSTOMER-CENTRIC LOYALTY STRATEGY
Many businesses still don’t have enough
data or KPI frameworks to
evaluate performance at a detailed level
Globally, many brands share
objectives and goals, but the emphasis on
tactics may shift depending on local market conditions.
This requires a shift in thinking from
transactional loyalty to strategies that build deeper relationships
with customers.
![Page 47: INSIGHTS FROM GLOBAL LOYALTY · The top 3 business objectives for brands globally focus on traditional loyalty goals 54% 46% 41% Acquire new customers Retain existing customers Improve](https://reader036.vdocuments.mx/reader036/viewer/2022070923/5fbb73a188042e789c440a43/html5/thumbnails/47.jpg)
47
THANK YOUPHIL SEWARD